Deviprasad Goenka Management college of Media Studies http://www.dgmcms.org.in/ Subject:BRAND BUILDING Lesson : Brand personaity Faculty Name: Vishal Desai

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BRAND IDENTITY TRAPS
Subject:
BRAND BUILDING
Faculty Name:
Vishal Desai
Batch
(BMM class of 2015)
Year (TY)
India’s premier M-school
Deviprasad Goenka Management College of Media Studies (dgmcms.org.in)

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Brand Personality
 Making the brand come alive
 It is the way in which brand speaks of what of kind of a person it
would be if it were a human
 It can be defined as “the set of human characteristics associated with a
given brand”
 It includes characteristics like : age, gender, socio-economic class,
warmth, concern, intelligence, honesty , reliability, etc

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Examples
 Classic Menthol cigarrete tends to be feminine in comparison to the
masculine Marlboro
 Samsung is considered young brand as compared to IBM
 Apple is considered to be upper class
 Guess is considered sophisticated as compared to Wrangler which is
considered rugged
 Nike is considered athletic while Sketchers tends to be more
fashionable

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Advantages / Importance of brand personality
 Helps create a self- expressive benefit that becomes a vehicle for consumer to express
his/her personality
Eg: Apple user might identify himself as casual, perfect, non-conventional
Mercedez Benz is an upscale admired person
Hallmark is a warm emotional person
 Provides needed differentiation between brands
 It can make the brand more interesting and memorable
 It builds personal relationship with the consumer just like a human would
 Helps in striking an immediate connect with the consumer
 When purchase decision involves an emotional response, a likeable personality may
provide the necessary emotional link

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Values and characteristics of Brand
Personality
 Just like humans brands have values, beliefs and other personality
characteristics
 There are 200 words that describe personality characteristics
 People tends to prefer brands that fit in with their self- concept or that
of people whom they admire
 Some brand characteristics or values are dependability, honesty, trust
worthiness, reliability, friendliness, caring and fun loving

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Measuring brand personality
 Brand personality can be measured using the Brand Personality Scale
(BPS)
 BPS was based on research of 1000 individuals, 60 well-known
brands and 114 personality traits
 Five personality factors termed as the ‘The Big Five’ emerged under
which various traits can be classified – Sincerity, Competence,
Sophistication , Excitement and Ruggedness.
 BPS study measured the degree of positive or negative attitude
towards each brand in comparison to other brands
 Each of the Big Five Factors have been further divided into 15 facets.
 Each facet is measured by a set of traits using 5 point scale i.e 1= not
at all descriptive and 5 = extremely descriptive

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Brand Personality Scale- The Big Five
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Brand
Personality
Sincerity
Down to earth
Honest
Wholesome
Cheerful
Excitement
Daring
Spirited
Imaginative
Up-to-Date
Competence
Reliable
Intelligent
Successful
Sophistication
Upper
Class
Charming
Ruggedness
Outdoorsy
Tough

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Sincerity
(SBI, Bata,Cadbury’s, Tropicana,Medimix)
 Down to earth - Family oriented, small town , conventional, blue
collar.
 Honest-Real , ethical, thoughtful , caring, pure
 Wholesome- Original, genuine, ageless, classic, old-fashioned
 Cheerful- Sentimental, friendly, warm ,happy
Banks, FMCG Goods, Travel Packages

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Excitement
(Pepsi, Lakme,Sprite, Mountain Dew)
 Daring – Trendy, exciting, off-beat, flashy, provocative
 Spirited- Cool, young, lively, out going, adventurous
 Imaginative- Unique, humorous, surprising, artistic, fun
 Up-to date – Independent, contemporary, innovative, aggressive
Colas, two- wheelers,coffee & tea

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Competence
(IBM, HCL,Infosys,Microsoft)
 Reliable- Hardworking, secure, efficient, trustworthy, careful
 Intelligent – Smart, technical, corporate, serious
 Successful- Leader, confident, influencial, achiever
Consumer durables, technology companies, gadgets,

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Sophistication
(Mercedes, L’Oreal, Louis Vuitton, Apple,Tanishq)
 Upper Class: Glamorous , good looking, pretentious
 Charming: Feminine, smooth, sexy, gentle
Automobiles, Jewellery, lifestyle brands

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Ruggedness
(Wrangler, Reebok, Marlboro,CeatWoodland, XUV 500)
 Outdoorsy: Masculine, western, athletic and active
 Tough: Strong, no-nonsense, undefeatable
SUVs, cigarretes ,shoes, tyres

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Factors affecting brand personality
Just as a person’s personality is affected by his/her family,
neighborhood, friends, up bringing ,clothes, manner of interaction
,etc, so too is a brand personality.
Factors, both related and unrelated to the product affect perceptions
of a brand personality

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Brand Personality Drivers/Characteristics
Product Related
Characteristics
Non-Product Related
Characteristics
Product Category User Imagery
Packaging Sponsorships
Price Symbol
Product Attributes Age
Ad-style
Country of Origin
Company Image
CEO
Celebrity Endorsements

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Brand Personality Drivers
 Product Class/Category
Banks and Insurance companies generally have a sincere personality
Sports Wear brands have a spirited personality
 Packaging
Fab India has a sincere personality due to its packaging of re- cycled paper
 Price
Moser Baer DVDs and VCDs have a sincere personality
 Product Attribute
Health based products have sincere personality or spirited personality

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Brand Personality Drivers
 User Imagery
Based on either typical users or idealised users (Brand Ambassadors)
Eg: Dove- non-celebrity educated women ,
L’Oreal – Aishwarya Rai
 Sponsorships
Activities such as events sponsored by the brand.
Eg: Nike is known as a competent athletic brand due to its
Association with sports

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Brand Personality Drivers
 Age
How long a brand has been in the market
Eg: Apple, Samsung and Blackberry have a young personality where as
Nokia and Motorola have old- fashioned personality
 Symbol
Eg: Air India’s Maharaja has a caring personality

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Brand Personality Drivers
 Ad- Style
Bingo, Centerfresh and Mentos have a Imaginative personality
 Country of Origin
German cars have a sophisticated and competent personality.
 Company Image
Vicco is known as an old- fashioned brand
 CEO
Apple- Steve Jobs- Excitement (Perfection and Imaginative)
Microsoft – Bill Gates- Competence

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Brand Personality Drivers
 Celebrity Endorsers
Binani Cement- Amitabh Bachhan- Honest
Ranbir Kapoor - Spirited, young, lively and cool
M S Dhoni- Competence, Sincerity and Spirited
Class Exercise (individual) . Name any brand and its personality

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Importance/Advantages of Brand
Personality
 Enhancing Understanding :
Helps understand the relationship between brand and consumer.
Helps gain in-depth understanding about consumer perceptions and
attitude towards the brand
 Contribution to Differentiation of Identity
Helps differentiate core and extended identity
 Guiding the communication effort
Brand personality helps formulate communication and advertising
strategy, packaging strategy, promotional strategy, etc

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Creating Brand Equity through Brand
Personality
Creating Brand
Equity through
Brand Personality
Self-Expression
Model
Relationship Based
Based Model
Functional Benefit
Representation
Model

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Self Expression Model
 Brands become vehicles to express part of self identity
Eg: Wearing Nike shoes express the aspiration of a person to be
spirited,determined,healthy and fit;though in real life they may not be
so.
a) Brands evoke feelings eg: Harley Davidson or Apple evoke feeling
of superiority
b) Brand is a badge which defines a person
c) Brand becomes part of self

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Relationship Basis Model
 Brand as a friend
 Brand as an advisor/guide
 Brand as a partner for life

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Functional Benefit Representation
 Royal Enfield’s personality also talks about the functional benefit of
being powerful and liberating
 The Energiser rabbit which is indefatigable is a sign of functional
benefit of long lasting energy

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Brand Personality V/s User Imagery
 User imagery signifies the User’s image and personality
 Brand Personality signifies the brand’s personality
 Brand personality can be dynamic where as User imagery is static
 User Imagery is driven by actual users where as Brand Personality is
driven by actual and potential users

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Brand Behaviour v/s Personality Traits
Brand Behaviour/Action Personality Trait
Frequent changes in product form,
advertising , symbols,etc
Flighty , Schizophrenic
Frequent deals and coupons Cheap, Uncultured
Advertises frequently Outgoing , popular
Strong Customer Service, easy to use
package,etc
Approachable
Continuity of characters, packaging Familiar, comfortable
High price, exclusive distribution, advertises
advertises in upscale magazines
Snobbish, sophisticated
Friendly advertising, brand endorsers Friendly
Association with cultural events Culturally aware